Charles S. Golvin, Principal Analyst, Forrester Research<\/p>\n
Where do you fit in? Discussed Crest toothpaste mobile campaign example<\/p>\n
What tools are available, what is the reach, what are the learnings?<\/p>\n
Tools available today:
\n– Messaging
\n\u00a0– Voting
\n\u00a0– Promotions
\n\u00a0– Search
\n– Mobile Browser
\n\u00a0– Banners
\n\u00a0– Interstitial
\n\u00a0– Search-based
\n– Applications and content
\n\u00a0– Free \/ discounted services<\/p>\n
New mechanisms are emerging
\n\u00a0– Physical proximity
\n\u00a0– Coupons and loyalty (Cellfire)
\n\u00a0– Using location (opt-in) to improve targeting<\/p>\n
Where does mobile fit?
\nEyeballs>>Awareness>>Consideration>>Preference>>Personal>>Loyalty<\/p>\n
What is the reach of these tools?
\n1 in 4 receive text messages regularly<\/p>\n
Youth see their mobile phone differently<\/p>\n
Think Europe is so far ahead? Think again\u2026
\n\u00a0– Internet penetration is higher in USA than Europe<\/p>\n
What does the data mean?
\n\u00a0– Mobile campaigns need to target data adopters<\/p>\n
It\u2019s still early
\n\u00a0– Most US consumers still use voice
\n\u00a0– Mobile formats are small and generally difficult to use
\n\u00a0– Ad Standards need to be developed
\n\u00a0– Mobile is a unique channel<\/p>\n
Compared with the fixed Web, consumers\u2019 mobile experiences are:
\n\u00a0– Abbreviated
\n\u00a0– Transactional
\n\u00a0– More tied to the physical world
\n\u00a0– Successful campaigns embrace these differences<\/p>\n
Best practices
\n\u00a0– Target mobile early adopters
\n\u00a0– Immediacy factor
\n\u00a0– Tailor content to mobile screen and user\u2019s process
\n\u00a0– Use promotions to boost response rate
\n\u00a0– Employ creative or ad formats that match product or service
\n\u00a0– Time campaigns for maximum business ROI
\n\u00a0– Tie mobile to offline marketing<\/p>\n
Tomorrow\u2019s mobile marketing next practices
\n\u00a0– Integrated marketing campaigns
\n\u00a0– Performance-based metrics
\n\u00a0– Smart use of innovative functionality
\n\u00a0– Location sensitivity<\/p>\n","protected":false},"excerpt":{"rendered":"
Charles S. Golvin, Principal Analyst, Forrester Research Where do you fit in? Discussed Crest toothpaste mobile campaign example What tools are available, what is the reach, what are the learnings? Tools available today: – Messaging \u00a0– Voting \u00a0– Promotions \u00a0– Search – Mobile Browser \u00a0– Banners \u00a0– Interstitial \u00a0– Search-based – Applications and content \u00a0– […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15,12,13,6,5,17,2,4],"tags":[],"class_list":["post-241","post","type-post","status-publish","format-standard","hentry","category-brandingbuzzviral","category-change-management","category-customer-experience","category-google-goog","category-microsoft-msft","category-mobile-search-marketing","category-search-engine-marketing","category-yahoo-yhoo"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/241","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/comments?post=241"}],"version-history":[{"count":0,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/241\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/media?parent=241"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/categories?post=241"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/tags?post=241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}